메시지 방향성과 소비자 조절초점이 온라인 리뷰 효과에 미치는 영향

Mikyoung Kim

Eunsun Lee

Eunsoon Lee

This study explores how consumer regulatory focus interacts with the valence of review to influence their responses to online product reviews. The findings showed a significant two-way interaction effect between regulatory focus and review valence. When the review was negative, prevention-focused consumers perceived the review as more useful than did promotion-focused consumers. In contrast, when the review was mixed, promotion-focused consumers perceived the review as more useful than did prevention-focused consumers. Unexpectedly, when the review was positive, there was no difference between prevention- and promotion-focused consumers in perceived usefulness. Implications for researchers are discussed.